Instagram: @andrewmaguirephoto
My path into photography + film began early in my life back in Michigan where I grew up just outside of Detroit. Skateboarding and music were huge interests of mine during my teen years – through pursuing those activities, I found the want to capture imagery and film that mimicked the skate videos my friends and I would watch. I was the one in my group that purchased and picked up the camera to document our activities. Long story short, this passion led me to pursue a dual major in art education and photography. Early in my college tenure, I became acquainted with the commercial world of photography. And my roommate was an assistant at a large studio. I ended up filling in for him on a few occasions. I was super inspired by the entire process – the production logistics, setup, testing, and execution of large-scale productions. After completing the “student teaching” portion of my Art Ed curriculum, I quickly decided that teaching was NOT for me. Upon graduation, I choose to freelance assist throughout Detroit, Grand Rapids, and the Chicago ad markets. After about four years of full-time assisting, studio managing and second shooting – I started to experience a bit of burnout. While the day-to-day real-world experiences were invaluable, the majority of my work revolved around studio and indoor location productions for clientele like Herman Miller, Gordon Food Service, and Wolverine Worldwide. I felt quite trapped creatively. This career and art that I had so much passion for was beginning to start feeling like WORK. I knew if I was to continue in the industry I had to either relocate or create a portfolio of work that aligned with my other passions through life. Outside of photography, skateboarding, and music, I had a large passion for outdoor exploration and action sports. Growing up, my family would embark upon vacations “Out West” to places like British Columbia and Colorado to seek out 4×4 adventures, high alpine hikes, and white water rafting. Being in Michigan close to the Great Lakes shoreline – I opted to spend a few months crafting a personal portfolio of action sports + active lifestyle adventures with local athletes. This portfolio showcased trail runners, snowboarders, and surfers. I found great fulfillment in creating this work and knew that this was the sector of work I needed to pursue if I was going to remain engulfed and interested in continuing a photography career. 15 years later, I’m now based in Breckenridge Colorado, and still chasing athletes and adventures for brands promoting exploration and adventures outside. Since my start, my team and I have traveled to over 15 countries to produce motion and still photography projects. I’m more fulfilled and engaged to take on the next 15 years!
Back in 2015 I received a call from an ad agency in California that was producing a campaign for Nike to promote the relaunch of the “trail running” sector of their footwear line. The campaign was to be produced in Chamonix, France in tandem with the UTMB (Ultra-Trail du Mont-Blanc)106 mile trail race that five of their sponsored athletes were competing in. We spent a week capturing imagery in the high alpine trail system in/around the Chamonix Valley to promote the new product line and athlete team. Certainly one of the most beautiful places we’ve traveled to – rich in history throughout the birth of alpinism and mountain sports. While we’ve visited dozens of alpine locations throughout the last 15 years – we’re eager to return to the craggy peaks towering above the Mont Blanc region.
What are your go-to resources for keeping up with industry news and developments?
APhotoEditor is certainly my go-to for news and discussion within the photo/motion world. They are such a great advocate for shooters and production companies! @asksternrep is also a great account to follow on IG. I think we need more open discussion about day rates and proper usage fees – this will collectively help our industry uphold standards. The undercutting hounds have certainly been ferocious in this post-COVID world. Transparency would go a LONG way.
Epic location with my A-team production working alongside a partner/client that values storytelling and promoting authenticity in their content.
What do you think separates a great commercial photograph from a good one, and how do you strive for greatness in your work?
Imagery has to have some truth and authenticity. YES everyone claims those two words are thrown around a lot – rightfully so. So much of the content that we see aired across commercials and fed to our social outlets fails to truly capture the truth. I think the automotive and fast food industries are some of the largest offenders in trying to promote this “idyllic” image of common life. When I partner with a client – I always strive to do some research to best understand the brand’s standards, clientele, and mission. Of course, clients hire creatives to place our “look” upon the brand assets we capture but our content must match and be true to the brand and the market it’s meant to appeal to.
Five years from now I hope to be in a similar space to where I’m at currently but with a larger foothold in the storytelling niche of commercial filmmaking. I’ve found the most challenging and personal growth as an artist is within this sector. With such a large talent pool – honing your craft and carving out an ownable space within the masses is more important than ever. This is a constant evolution but something that I strive to improve upon every day.
What advice do you have for someone aspiring to become a successful commercial photographer?
If you are considering a career in the commercial industry – spend time working in the industry as a PA, Assistant, Digital Tech producer, etc… The skills and knowledge gained from real world experiences will greatly benefit you for years to come. Secondly and with equal importance, shoot all the time. Digital file storage is cheaper than ever! Test, make personal work, work on projects that fall outside your interests. Some of this work might never see the light of day – but failure and exploration is crucial in the path to discovering your niche and place within the industry. Lastly, look at your competition as peers and community – keep conversation open. A healthy creative community breeds success and positive growth!
The team is huge! None of the projects my team takes on could get off the ground without a solid producer. So many of us trying to take on too many roles, to save money and maximize time but in the end, you are only taking time away from putting our efforts behind the creative – and isn’t that the most important part? That’s not to say, don’t be an active part of the logistical and budgetary conversations but find trust in your production partners to take on roles that they excel at. Pre-production should never be undervalued. Well-executed campaigns require thorough production and research. This time spent on the front end will help alleviate unexpected surprises that can (and will still) occur when you’re out shooting.
If you could travel anywhere in the world, where would you go and why?
I’m really itching to go back to Norway. My team produced a job out that way a few years back and since visions of the landscape have filled my dreams and subconscious. Truly a spectacular place that is so untouched for discovery and potential.
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